Introduction to Marketing: Chapter 14

The five aspects of promotion = advertising, sales promotion, public relations, personal selling and direct marketing

- Advertising = something we deal with everyday (e.g. advertising on a bus) - Personal selling = when a sales person goes door-to-door to promote a product - Public Relations = if there is a new article in a magazine about your new product, it works a thousand times better than you advertising your product yourself - Direct Marketing = when the companies directly communicate with you (e.g. by mail) - Sales promotion = bring people to you --> promotes your product (e.g. coupons)
(You can use different ways of promoting your product, as long as all of these (marketing communication mix) give the same message to clients. There are many times where the messages from each different marketing communication mix is different from one another. )

Step 1: Identifying the Target AudienceStep 2: Determining Communication Objectives Step 3: Designing a MessageStep 4: Choosing Media Step 5: Selecting the Message Source Step 6: Collecting Feedback

- Affects what, how, when, and where message will be said - What are their needs ?

Six Buyer Readiness Stages :
- Awareness: knowing about the product - Knowledge: aware before, now you will do more research to know about the product - Like: you have to like the product in order to want to purchase it - Preference: you are interest, and find it is a better option then other products out there - Conviction: you must be convinced that your decision is the right decision - Purchase: if you pass all these stages you want to purchase this product

- Message content contains appeals or themes designed to produce desired results

There are three types of message appeal: 1)Rational (you can convince people why one product is better than the other by listing characteristics etc.) 2)Emotional (trigger emotions in order to buy the product) 3)Moral
Rational are always better than emotional in designing an ad

–Personal communication channels •Includes face-to-face, phone, mail, and Internet chat •Word-of-mouth influence is often critical • –Non-personal communication channels • Includes media, atmosphere, and events(When people hear from personal sources, you rely in it much more than when you here it on television)

–Expensive –Risky –Highly visible

–Highly credible sources are more persuasive –A poor spokesperson can tarnish a brand

–Recognition, recall, and behavioural measures are assessed

Push Strategy: This is how you promote your product, your marketing activities is for the retailers and wholesalers, not for the consumers (sales people do not go to the clients) - Your problem to sell it to the next level (retailer e.g. IGA, METRO etc.)
Pull Strategy: The producer goes to the consumer FIRST - You have negotiation power